Y&R wins Suntech Power following open pitch

Sampson revealed Suntech was impressed by Y&R's creative work in China for clients such as Gap, as well as the agency's vision for the Suntech brand.

Edwin Huang, vice-president of corporate marketing, Suntech Power, told Campaign the company is investing "a significant amount into further enhancing our brand image around the world."

Suntech is aiming to match the growing global appeal of brands such as Huawei, Haier and Lenovo. Its campaign, targetting the European and US markets, will be developed in China.

Suntech Power is one of the major solar panel manufacturers in the country, but does not want to be seen as just a Chinese company, according to Sampson. Sampson predicts this is a trend that will grow in the future as more Chinese brands become global brands.

A global integrated campaign with digital and print elements is now in the pipeline.

The solar industry in China has been facing margin pressures following the withdrawal of government subsidies during the financial crisis. However, Sampson said solar power is once again a priority as as the country looks for more sustainable energy solutions.

Huang added Suntech hopes to generate much greater awareness of the benefits of solar energy, and promote the widespread adoption of solar power as the preferred form of renewable energy. 

 

"Solar power will be part of our energy future, but with many competitors in the industry, the challenge is how to make Suntech Power the brand of choice among solar players," said Sampson.